Mobile by Sainsbury's network launching over the summer

Supermarket chain Sainsbury's is to take on arch-rival Tesco by launching its very own mobile network over the summer.

Mobile by Sainsbury's, as the service is to be called, will run on Vodafone's infrastructure and will actively target customers both in store and online.

Like Tesco Mobile, which piggybacks on O2's network, the Vodafone-fuelled Mobile by Sainsbury's will run on the service provider's technology but will package its own deals and offers and make use of Sainsbury's retail distribution channels. Subscribers will also earn Nectar points through their phone deal, though the specifics of how it'll all work aren't clear yet.

The new network will “reward customer loyalty, and offer great quality value-for-money mobile products together with attractive offers”, according to the press release. Sounds fair enough to us.

Sayeth Vodafone group development director Luke Jensen: “We’re extremely pleased to be working with Vodafone and look forward to developing a range of mobile products and services that will take the stress out of purchasing decisions in a familiar environment, offering what’s right for them whatever their needs may be.”